Soju, Korea’s iconic distilled spirit, has long been a cultural icon cherished by people across the nation. Among the many soju brands, Chamisul by HiteJinro stands out as the most iconic. Since its launch, Chamisul has maintained the No.1 position in Korea’s soju market and has been ranked the world’s best-selling distilled spirit for a long time.
This deep affection for soju is not limited to everyday consumers. Korean celebrities have openly expressed their love for soju, particularly Chamisul, helping it become an integral part of the global expansion of K-culture.
Global Stars and Their Love for Chamisul
Rosé — Introducing “Somaek” and Chamisul Original on Youtube Channel
Global K-pop star and BLACKPINK member Rosé introduced the Korean mixed drink “somaek” (soju + beer) on YouTube channel. In the video, she explained how to make somaek and referenced HiteJinro’s Chamisul Original as the soju used in the mix. By casually demonstrating a popular Korean social drinking tradition, Rosé presented soju not just as a beverage, but as part of everyday Korean lifestyle and culture. The appearance of the iconic green bottle and red cap of Chamisul Original naturally connected K-culture with K-spirits for a global audience.
PSY – The Global Star Who Introduced Soju to the World with a Single Shot
PSY, who rose to global superstardom after topping the U.S. Billboard charts with “Gangnam Style,” famously showcased his love for Chamisul in 2012 during a free concert held at Seoul Plaza. On stage, he performed a bold “one-shot” by finishing an entire bottle of Chamisul in one go.
The concert was live-streamed to 222 countries via YouTube and reportedly generated advertising exposure valued at approximately KRW 25 billion. Following this iconic moment, PSY was selected as a Chamisul brand ambassador and led the memorable “PSY-seul Show” advertising campaign, humorously portraying various ways to enjoy soju.
IU – A Decade-Long Partnership with Korea’s Most Iconic Soju
Singer and actress IU, beloved not only in Korea but across the world, has served as the face of Chamisul since 2014. She holds the record for being the longest-serving model in Korea’s liquor industry.
After initially working with the brand for four years through 2018, IU renewed her contract in 2020, continuing her partnership through 2024—bringing her total tenure with Chamisul to nearly a decade. She also helped pioneer a new approach in soju marketing by appearing in fashion-magazine photo shoots, solidifying Chamisul’s image as a clean, fresh, and refined brand.
Chef Choi Kang-rok – Introducing Soju Culture to the World Through Netflix
Chef Choi Kang-rok, winner of Netflix’s “Culinary Class Wars: Black and White Chef Season 2,” which premiered globally in January 2026, left a lasting impression during the final round titled “A Dish for Myself.”
While presenting his dish—a clear tofu broth—he picked up a soju bottle with a red cap and explained, “This is a drink for after a hard day’s work, or a drink before going to sleep - One glass that erases the fatigue of the day.” Although the brand name was not explicitly shown, viewers around the world immediately recognized the red cap as Chamisul Original. The scene sparked widespread discussion across the online platforms.
This moment resonated deeply with global audiences, portraying soju not merely as alcohol but as a cultural symbol reflecting the daily lives and emotional landscape of Korean workers. As Season 2 climbed to No.1 on Netflix’s Global Top 10 Non-English TV list within just two weeks of release, the international recognition of “red cap” Chamisul surged dramatically.
Soju as a Global Symbol of K-Culture
Today, Korean soju—especially Chamisul and other HiteJinro products—has evolved beyond a simple alcoholic beverage into a symbol of K-culture itself. As Korean stars continue to share their affection for soju, its presence in the global spirits market continues to grow.
Looking ahead, Chamisul is expected to extend its influence beyond Korea and resonate increasingly with celebrities and consumers in the United States and around the world. Carrying Korea’s emotions, stories, and traditions in a single glass, soju continues to introduce the taste and spirit of Korea to an ever-wider global audience.
Discover more about JINRO and its wide range of products on JINRO official social media: Instagram, Facebook.
Soju, Korea’s iconic distilled spirit, has long been a cultural icon cherished by people across the nation. Among the many soju brands, Chamisul by HiteJinro stands out as the most iconic. Since its launch, Chamisul has maintained the No.1 position in Korea’s soju market and has been ranked the world’s best-selling distilled spirit for a long time.
This deep affection for soju is not limited to everyday consumers. Korean celebrities have openly expressed their love for soju, particularly Chamisul, helping it become an integral part of the global expansion of K-culture.
Global Stars and Their Love for Chamisul
Rosé — Introducing “Somaek” and Chamisul Original on Youtube Channel
Global K-pop star and BLACKPINK member Rosé introduced the Korean mixed drink “somaek” (soju + beer) on YouTube channel. In the video, she explained how to make somaek and referenced HiteJinro’s Chamisul Original as the soju used in the mix. By casually demonstrating a popular Korean social drinking tradition, Rosé presented soju not just as a beverage, but as part of everyday Korean lifestyle and culture. The appearance of the iconic green bottle and red cap of Chamisul Original naturally connected K-culture with K-spirits for a global audience.
PSY – The Global Star Who Introduced Soju to the World with a Single Shot
PSY, who rose to global superstardom after topping the U.S. Billboard charts with “Gangnam Style,” famously showcased his love for Chamisul in 2012 during a free concert held at Seoul Plaza. On stage, he performed a bold “one-shot” by finishing an entire bottle of Chamisul in one go.
The concert was live-streamed to 222 countries via YouTube and reportedly generated advertising exposure valued at approximately KRW 25 billion. Following this iconic moment, PSY was selected as a Chamisul brand ambassador and led the memorable “PSY-seul Show” advertising campaign, humorously portraying various ways to enjoy soju.
IU – A Decade-Long Partnership with Korea’s Most Iconic Soju
Singer and actress IU, beloved not only in Korea but across the world, has served as the face of Chamisul since 2014. She holds the record for being the longest-serving model in Korea’s liquor industry.
After initially working with the brand for four years through 2018, IU renewed her contract in 2020, continuing her partnership through 2024—bringing her total tenure with Chamisul to nearly a decade. She also helped pioneer a new approach in soju marketing by appearing in fashion-magazine photo shoots, solidifying Chamisul’s image as a clean, fresh, and refined brand.
Chef Choi Kang-rok – Introducing Soju Culture to the World Through Netflix
Chef Choi Kang-rok, winner of Netflix’s “Culinary Class Wars: Black and White Chef Season 2,” which premiered globally in January 2026, left a lasting impression during the final round titled “A Dish for Myself.”
While presenting his dish—a clear tofu broth—he picked up a soju bottle with a red cap and explained, “This is a drink for after a hard day’s work, or a drink before going to sleep - One glass that erases the fatigue of the day.” Although the brand name was not explicitly shown, viewers around the world immediately recognized the red cap as Chamisul Original. The scene sparked widespread discussion across the online platforms.
This moment resonated deeply with global audiences, portraying soju not merely as alcohol but as a cultural symbol reflecting the daily lives and emotional landscape of Korean workers. As Season 2 climbed to No.1 on Netflix’s Global Top 10 Non-English TV list within just two weeks of release, the international recognition of “red cap” Chamisul surged dramatically.
Soju as a Global Symbol of K-Culture
Today, Korean soju—especially Chamisul and other HiteJinro products—has evolved beyond a simple alcoholic beverage into a symbol of K-culture itself. As Korean stars continue to share their affection for soju, its presence in the global spirits market continues to grow.
Looking ahead, Chamisul is expected to extend its influence beyond Korea and resonate increasingly with celebrities and consumers in the United States and around the world. Carrying Korea’s emotions, stories, and traditions in a single glass, soju continues to introduce the taste and spirit of Korea to an ever-wider global audience.
Discover more about JINRO and its wide range of products on JINRO official social media: Instagram, Facebook.